Spiced rum brand Sailor Jerry is marking what would have been the 110th birthday of its namesake, Norman ‘Sailor Jerry’ Collins, with a Jewellery range.

Collins, widely regarded as the father of the traditional tattoo, is famed for his ‘flash’ art style. His tattoos typically featured iconography from Hawaii – where he built his reputation in the art in the 1940s – such as hula girls, swallows, ships and anchors. His nickname, Sailor Jerry, originated in his affiliation with the US Navy.

As well as being an acclaimed artist, he innovated on a technical level in tattooing, from modern machine configurations and sterilisation methods to the introduction of purple ink.

His flash styles continue to have an influence on tattoo, fashion and creative design, with modern-day celebrities including Harry Styles, Miley Cyrus and Justin Bieber sporting 1940s-style symbols.

Supporting tattoo heritage, along with the arts, fashion and music, is a key tenet of Sailor Jerry Spiced Rum’s brand ethos. It has been supporting artists in numerous ways during the Covid-19 pandemic through its #supportyourartist campaigns.

To celebrate Norman ‘Sailor Jerry’ Collins’ life and art, and to mark his 110th birthday on 14 January, the rum brand has partnered with London-based jeweller Hatton Labs to create a limited-edition capsule collection of his most admired works as 3D jewellery pieces.

The collection features two one-of-a-kind pieces with diamonds and emeralds, alongside the main collection. Pieces are available to buy at www.sailorjerryxhattonlabs.com.